Global One Magazine

2008 New Orleans Wine & Food Experience

State and local governments realized over $383,696 in tax revenue as a result of the four-day event. While NOWFE’s number of out of town visitors is smaller compared to many larger festivals, it’s per capita (visitor) spending is extremely high.  "I think people in New Orleans are generally aware of NOWFE’s role as a major entertainment event, but this study helps demonstrate the very significant financial contributions it makes to our local economy," states Mark Needham, current NOWFE Board President.  "The results are impressive.  While this year’s study was limited to out-of-town visitor expenditures, we now know that the event attracts an affluent visitor (48.4% with household income over $75,000) who spends a daily average of $486.54 per person on lodging, meals, bars and nightclubs, entertainment, shopping, transportation and gambling.  Of that, the study states, an average of $172.09 per person is spent on daily meals." 

Sandy Shilstone, President and CEO of the New Orleans Tourism Marketing Corporation declares “This study proves that events like the New Orleans Wine & Food Experience are key to increasing the public awareness of New Orleans as a vital economic engine of the Gulf South." While 60.5% of NOWFE visitors were repeat visitors, the event is continuing to attract new visitors each year (39.5%).  NOWFE’s event format of Vintner dinners, Royal Street Stroll, seminars, Grand Tastings, and Bubbles and Brunch showcases New Orleans’ food and its restaurants like no other event in the country. Therefore, as expected, food (21.8%) and wine (21%) were rated as top aspects of the event, followed by people, atmosphere, total experience and location.

"Visitors are responding to our message that Louisiana is open for business and ready to offer an authentic experience," said Lt. Governor Mitch Landrieu. "Successful cultural events like the New Orleans Wine & Food Experience are an important part of our efforts to bring tourists back to this region."  According to the study, 49.5% of attendees were out-of-town visitors.  Of those visitors, 99% stayed overnight in the New Orleans area.  Therefore, hotels garnered considerable revenue as 87.5% of those out-of-town visitors stayed in local hotels, with an average room rate of $155.42. The average number of nights stayed was 3.9. 
Summary of Additional Findings:

• 85.3% of visitors were in New Orleans primarily for the event
• 88.1% of attendees have visited 3 or more times
• 74.3% of attendees were between 36 and 64 years old
• 55.8% of attendees were women

The study also finds that by growing attendance by just 10% in one year could increase the economic impact to approximately $5.9 million and to $6.4 million with a 20% increase.

Incoming NOWFE President Howard Brown announces that the local community will also benefit from the more than $100,000 in charitable donations that NOWFE will distribute later this year.  Brown credits the increase in donations over last year to increased attendance numbers and continued significant sponsorship support. Sponsors for the 2007 NOWFE included Pepsi, Perrier Jouét, Louisiana Rebirth (Lt. Governor Mitch Landrieu, Dept. of Culture, Recreation and Tourism), Nestle Waters, Barefoot Wine, Ministére de L’Agriculture et de la Péche, Omni Royal Orleans, Hotel Monteleone, The Times Picayune, COX Media, Bourbon Orleans, and The Ritz-Carlton New Orleans.

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Martin & Kix Brooks at Wine & Food Experience

Kix Brooks

Kix Brooks began performing and writing songs at age 12 in his hometown of Shreveport, Louisiana.  He performed in clubs and other venues throughout high school and college.  Eventually he landed in Nashville, where he joined Tree Publishing Company and had songs cut by artists such as the Nitty Gritty Dirt Band, John Conlee, and Highway 101.  In 1990 Brooks teamed with Ronnie Dunn to form Brooks & Dunn, who are the highest selling duo in the history of country music. They have sold more than 30 million records, have had 23 #1 hits, and have won over 80 major industry awards.  Brooks & Dunn currently hold the record for number of awards won at both the ACM and the CMA Awards and continue to be a driving force in the music industry.  Brooks is also the host of “American Country Countdown” which is an internationally syndicated radio program that counts down the top 40 country songs of the previous week.

Brooks served as President, in 2004, and Chairman, in 2005, of the Country Music Association (CMA).  He remains an active board member of the CMA and serves as part of the Blue Ribbon Committee.  The Blue Ribbon Committee is a select group of professionals including the mayor, chosen to bring the city of Nashville and the Music Industry closer together.  Brooks is also on the boards of Vanderbilt Children's Hospital, Avenue Bank, and the Nashville Convention and Visitors Bureau.  He is the local spokesperson for Monroe Harding Children’s Home and is a founding partner of Arrington Vineyards in Arrington, TN.  Brooks has been married to his wife Barbara for 26 years and they have two children Molly, 21, and Eric,18.

Martin Patterson Texas resident in photo with Brooks